Motivators and barriers on social media usage in B2B firms: an application for food industry
Makaleler > Tam Makale · 2018
Yazarlar: İpek KAZANÇOĞLU, Enes Inan, Hande Bilgehan
Pressacademia, Uluslararası, 2018, cilt 7, ss 330-334
DOI: 10.17261/pressacademia.2018.909
Özet
Purpose-The purpose of this study is to investigate motivation factors and barriers on social media communication of B2B companies in food industry.Methodology-Using the semi-structured interview form, one of the qualitative research methods, in-depth interviews were conducted with the managers and experts of four companies in the food sector who are active in industrial markets.In the study, purposeful sampling management was used.The results were obtained by using the descriptive analysis method.Depending on the conceptual framework, it was determined which theme the data obtained at the end of the interview would be organized under.Findings-As a result of the interview; the key motivators for these companies to use social media platforms are "reaching a wider audience", "effectively interacting with the target audience and interacting with the target audience", "creating sales revenue" and "creating and increasing brand awareness" that have been identified.Conclusion-It is thought that when the barriers in front of the B2B companies in the food industry are removed, these companies can take a more active role in their existing markets and reach and communicate with potential buyers outside of their current customer portfolio.At the same time, it is believed that when B2B food companies use their social media platforms effectively and efficiently, they can create a positive impact in capturing additional sales revenue outside traditional channels.